上海通用汽车品牌策略案.pptx

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December,2002
1
Therearemanykindsofvehicles.
Automobileispopularonlandway.
Asanimportantpartofautomobile,carplaysakeyroleinmodernsociety.
InChina,moreandmorepeopleholdaprivatecar,whatistheindustrygoingtobe?
WhatshouldShanghaiGMdo?
Followmeplease,……
December,2002
2
MacroscopicalEnvironment
Chineseeconomydevelopsquickly,2002GDPincreasesinarateas8%,reach10200billion.
Chinahasthelargestpopulationintheworld.
Manynewpoliciesstimulateconsumption.
December,2002
3
TrendofTechnology
Electromotioncar
GPS(globalpositioningsystem)
Hydrogenfuelbattery
Air-conditionerwithoutFluorin
Informationcenter---withinternet
Safety,EnvironmentFriendly,Comfortable------threekeycharacters
December,2002
4
Dopod686
Leader
GPS
(GLOBALPOSITIONINGSYSTEM)
December,2002
5
TheBloomingChineseMarket
Jun.~Oct.,%,%。
%,%。
December,2002
6
SeveralBigCorporations
Groupname
Profit
(10billion$)
Turnover
(10billion$)
Globalsale
(10thousand)
Capital
(10billion$)
GM
28
1400
750
166
Ford
67
1180
680
230
Demla-Kreisler

1473
400
250
Volkswagen
13
750
458
124
Toyota
40
1060
445
230
Honda
24
540
234
30
December,2002
7
ForeignCarmakersSeekMorePresenceinChina
Chinesecarmarket,a"lucrativecake",hasgarneredattentionsofnumerousforeigncarmakers.
China'sentrytotheWTO,aspoliciesonautosectorarerelaxed,manyinternationalwell-knownautofirmssetuptheirbasesinChinatoattractconsumers
AutoconsumptionbecomesmoreandmorepopularinChina,asbothglobalanddomesticcarmakersaresharingthe"bigcake",Chinesecarmarketwillbecomemoreattractiveandmaturer.
December,2002
8
InternationalGM
HenryFordmadethefirstautomobilein1886;
,isthebiggestautomobilemanufacturerintheworld;
GMbecametheleaderofallautomanufacturerssince1931;
Getthemarketshareover15%in2001.
December,2002
9
GlobalMarket
SouthAmerica
AsiaPacific
NorthAmerica
Europe
December,2002
10